This is simply beautiful. The first part of the movie adaptation of Ayn Rand‘s ‘love it or hate it’ novel Atlas Shrugged hit a few theaters early this year, and is now on DVD, the better to be the backbone of home drinking games. (Do a shot every time someone mentions metal or trains.)

But the DVDs are being recalled, because of something that was printed in the marketing copy on the package. Here’s the offending sentence: “AYN RAND’s timeless novel of courage and self-sacrifice comes to life…”

For those unfamiliar with Ayn Rand’s objectivist ideology, the explanation is after the break.

The important wording there is “self-sacrifice,” which is exactly the opposite of what Ayn Rand would endorse. Harmon Kaslow, producer of the film, said on the film’s website,

As we all well know, the ideas brought to life in Atlas Shrugged are entirely antithetical to the idea of ‘self-sacrifice’ as a virtue. Atlas is quite literally a story about the dangers of self-sacrifice. The error was an unfortunate one and fans of Ayn Rand and Atlas have every right to be upset… and we have every intention of making it right.

For those who wonder why objectivism is scorned, that quote should make things pretty clear.

It’s embarrassing for sure and of course, regardless of how or why it happened, we’re all feeling responsible right now. You can imagine how mortified we all were when we saw the DVD but, it was simply too late – the product was already on shelves all over the Country. It was certainly no surprise when the incredulous emails ensued. The irony is inescapable.

The DVDs will be reissued with a new blurb, which says, “AYN RAND’s timeless novel of rational self-interest comes to life…”